Digital Graffiti for In-store Retail Activation | Prada
To support the launch of its Re-Nylon collection, Prada opened a pop-up store at The Selfridges Corner Shop in London.
The collection featured men’s and women’s ready-to-wear garments and accessories made from regenerated nylon sourced from recycled plastic waste – combining sustainability with luxury fashion.
As part of the in-store experience, Prada partnered with Noonah to deliver an interactive activation that aligned with the collection’s forward-thinking, environmentally conscious message.
Interactive Digital Graffiti Wall for Prada Reactive pop-up store in Selfridges.
The Brief
Prada required a branded in-store experience that would reflect the innovation behind its Re-Nylon range and encourage customer interaction.
The objective was to go beyond traditional product displays and provide a reason for customers to spend more time in the space, engage with the brand, and share their experience.
The experience needed to fit seamlessly into Prada’s visual world while offering a contemporary, tech-enabled touchpoint within the physical retail space.
Our Approach
We installed Noonah’s Digital Graffiti Wall, a creative activation that allowed customers to digitally simulate spray painting on a large interactive screen.
Using digital spray cans and intuitive gestures, visitors could create unique artwork on the canvas – tapping into the energy of street art without any of the mess or disruption.
The digital graffiti system was custom branded to suit Prada’s in-store environment and offered a frictionless way for users to interact with the display. The output reflected the Re-Nylon collection’s progressive spirit while providing a hands-on, expressive experience for Selfridges customers.
The Result
The in-store Digital Graffiti retail activation proved effective at driving footfall, increasing dwell time, and encouraging creative interaction. Customers engaged with the technology throughout the day, producing shareable content and enhancing their connection with the brand.
At a time when physical retail is competing with online shopping, the activation gave Prada an edge by delivering a memorable in-store experience that complemented its collection’s sustainability message.
By combining creativity with digital interaction, the activation demonstrated how digital graffiti can enhance luxury retail spaces – offering value to both customer and brand alike.
If you’re looking to bring creativity and interactivity into your retail environment, we can help.
Talk to our team to explore how Digital Graffiti can work for your in-store retail activation.
